McCain utlizes appeals to emotion just as much, but its not as readily noticeable since he is appealing to a different set of emotions. Namely fear. Vote for me if you want good leadership, vote for me if you don't want the terrorists to win, etc. Fear mongering is the most traditional form of political rhetoric. It's another reason I like Obama. He has gotten where he has by not being "traditional' in his approach. Hillary's 3AM call ad backfired so horribly because of it.